In making the announcement, Lawrence P. Horwitz, Chairman & CEO of AFM Hospitality, said “I am very excited about Colleen Rosas joining the AFM Hospitality executive management team, and I sincerely believe we are exceptionally fortunate to have someone of her calibre heading our human resources group. Our dramatic growth over the past two years, coupled with our plans to accelerate future growth, has mandated we recruit and hire the best possible person for this critical management responsibility.”
Growing in “Clusters”
During the past two years, AFM Hospitality has acquired five management companies operating properties in “cluster” groups in the Pacific Northwest, Midwest and Southwest, and in Western Canada. AFM Hospitality companies now franchises and/or operates more than 200 hotels, restaurants and other nationally franchised service businesses, and is among the top 20 management companies in North America in number of properties operated.
“During the last six months, we’ve implemented a realignment of our company’s operating units to help us place more emphasis on getting closer to our customers,” said Mr. Horwitz. “AFM Hospitality (USA) Corporation was created to provide both franchise and managed operations in the United States. At the same time, we divided the company into three major operating divisions: AFM Hospitality Franchise Division (in Canada, AFM is the master franchisor of such brands as Aston?, Best Inns?, Howard Johnson?, La Quinta?, Park Plaza? and others); the AFM Hospitality Management Division, which through its subsidiaries in the United States and Canada provides management services to hotels and restaurants; and the AFM Asset Management Services Division, which specializes in providing interim consulting and operational services for financial institutions, and operates hotels, restaurants, convenience stores, service stations and other nationally franchised service businesses on their behalf.”
Charting the Course
Ms. Rosas has more than a dozen years of executive human resources experience with major worldwide organizations, added Mr. Horwitz, and “she is remarkably well suited to help us chart a course in recognizing AFM Hospitality as one of the best places to work in North America.”
Prior to joining AFM Hospitality, Ms. Rosas served as Director of Human Resources - Western Region for Amcor PET Packaging North America in Olympia, Washington (formerly CNC Containers Corporation), a member of Amcor Limited, a worldwide leader in packaging products with 30,000 employees in 36 countries with 220 manufacturing plants. With Amcor, she provided strategic HR leadership for Amcor’s manufacturing facilities on the West Coast, where she managed through a period of rapid growth as the company increased employee population from 85 to more than 800 and opened three new start-up plants during her tenure.
Previously, Ms., Rosas served as Human Resources Manager for Target Stores in the Northwest. Target is a division of Dayton Hudson Corporation (now Target Corporation), a Fortune 500 chain with more than 100,000 employees worldwide.
Award Winning Performance
Ms. Rosas will be based at AFM Hospitality’s US headquarters in Seattle, and will oversee the expanding human resources function for its three primary divisions: AFM Hospitality Franchise Division, AFM Hospitality Management Division and AFM Asset Management Services Division. Within these divisions, Ms. Rosas will focus on subsidiaries Northwest Lodging International (Canada) Inc. and Northwest Lodging International (USA) Inc., Trigild International, Inc., Special Asset Services, Inc., Staffing Services International, Inc. and ten Canadian franchise systems, including Howard Johnson Franchise Canada Inc., Aston Franchise Canada Inc., La Quinta Canada Inc. and others.
She has been repeatedly recognized for outstanding achievement, was twice nominated for Corporate Employer of the Year in Thurston County (Washington), and has been honoured with several awards, including Dayton Hudson honours for Lowest Turnover, Leadership, Excellence in Communications, Creative HR Ideas and others.
Ms. Rosas is a graduate of Western Washington University with a BA in Business Administration, and is a member of the Society for Human Resources Management.
Variety of Tasks Ahead
“At AFM Hospitality,” said Mr. Horwitz, “Ms. Rosas will be charged with upgrading and developing employee benefits and recognition programs, providing leadership for new property openings, implementing enhanced safety and security procedures, and assisting managers in minimizing turnover at our operating business units.”
About AFM Hospitality Corporation
Through its subsidiaries, AFM Hospitality Corporation owns AFM Preferred Alliance Group Inc., AFM Asset Management Inc., AFM Hospitality (USA) Corporation, Northwest Lodging International (USA) Inc., Northwest Lodging International (Canada) Inc., Trigild Services, Inc., Trigild Technologies, Inc. and Trigild Staffing, Inc.
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